Online Presence for Business: Building, Managing, and Achieving Your Goals

At this point you know that a strong online presence for your business is not just an option; it’s a necessity. Whether you’re a small startup or a well-established enterprise, the way you present yourself online can significantly impact your success. Your online presence should be as thoughtfully curated as any employee you would hire or any detail decided on with your business. In this article, we’ll explore the types of web presence, discuss the goals you should set for your online presence, and provide practical guidance on how to build and manage it effectively.

Types of Web Presence

When it comes to your online presence, there are various forms it can take. Understanding these types can help you tailor your approach to best suit your business goals. Here are some of the key types of web presence in digital marketing:

Website: Your website is often the cornerstone of your online presence. Your website should be the foundation of the online presence house. You can function without it but it is not long until walls are crashing down. It serves as a virtual storefront where customers can learn about your services, find out how you can transform their lives, schedule calls, and contact you. Ensure that your website is user-friendly, responsive, and reflects your brand identity.

Social Media Presence: Social media platforms like Facebook, Twitter, Instagram, and LinkedIn offer excellent opportunities to connect with your audience. Each platform has its unique features and user demographics, so choose the ones that align with your target audience and business objectives. You do not have to be on all, but I would strongly recommend being on at least one and what matters the most is that you are consistent. 

Content Marketing: Original content is king in the digital world. Creating valuable and relevant content through blogs, articles, videos, and podcasts can establish your authority in your industry and drive organic traffic to your website. Not to mention these can become assets to you and are able to be repurposed onto your social media platforms. 

Email Marketing: Building a list of email subscribers allows you to maintain a direct line of communication with your audience. Use email marketing to share promotions, news, and valuable content that keeps your subscribers engaged. Email is one place where your following is fully yours, you aren’t subject to changing algorithms, which is lovely in this ever-changing world.

Online Advertising: Pay-per-click (PPC) advertising on platforms like Google Ads and social media ads can be a quick way to increase your online visibility. It’s crucial to target the right keywords and demographics to get the best results. This is one thing that you can start later. You want to have your process and structure in place, and often a budget that would allow it before you start to jump into ads.

Web Presence Goals

Before diving into building and managing your online presence, it’s essential to set clear goals. Your online presence goals should align with your overall business objectives. Here are some common goals to consider:

Increase Brand Awareness: One of the primary objectives of an online presence is to make more people aware of your brand. This can involve building a strong social media following, getting more website visitors, or expanding your reach through content marketing.

Drive Traffic: Your website is the central hub of your online presence, driving traffic to it is crucial. Your goal may be to increase organic search traffic through SEO (Search Engine Optimization) efforts, social media referrals, or email marketing campaigns.

Generate Leads: For many businesses, generating leads is a top priority. You can use various online tactics such as lead magnets, contact forms, and gated content to capture valuable leads for future sales and marketing efforts.

Boost Sales: Ultimately, your online presence should contribute to your bottom line. Set specific sales targets and track how your digital efforts translate into revenue.

Enhance Customer Engagement: Engaging with your audience is key to building brand loyalty. Your online presence should foster meaningful interactions, whether it’s responding to customer inquiries on social media or nurturing leads through personalized email marketing.

Building/Creating an Online Presence for Business

Now that you have a clear understanding of the types of web presence and your goals, you will want to start taking the steps to build and create a robust online presence for your small business. This can be done through: 

  • Developing Your Website 
  • Optimizing for SEO 
  • Creating High-Quality Content
  • Engaging on Social Media
  • Building Your Email List
  • Beginning to Advertise 
  • Monitoring Your Analytics

Online Presence Management

Managing your web presence is an ongoing process that requires attention and adaptation. Here are some key aspects of web presence management:

Consistency: Maintain a consistent brand voice and message across all online channels. This helps build trust with your audience. Additionally, make sure you are staying consistent with whatever path you go down. Social media requires consistent posting, just as your email marketing should stick to a regular schedule. 

Reputation Management: Monitor online reviews and respond to them, whether they are positive or negative. Address customer concerns promptly and professionally.

Security: Ensure the security of your website and online data. Regularly update software, use secure hosting, and protect customer information.

Stay Updated: Stay informed about changes in the digital marketing landscape. Algorithms, trends, and consumer behavior can change rapidly, so be prepared to adapt your strategies.

Feedback and Improvement: Encourage feedback from your audience and use it to make improvements. Ask for reviews, conduct surveys, and listen to customer suggestions.

Competitor Analysis: Keep an eye on your competitors’ online presence and strategies. Learn from their successes and failures, and use this information to refine your own approach.

Building and managing an online presence for your business is not a one-time task; it’s an ongoing commitment. By understanding the types of web presence, setting clear goals, and following best practices, you can create a powerful online presence that contributes to the growth and success of your business. Remember, your online presence is often the first impression you make on potential customers, so make it count.

Be Seen.

Must-Have Website Essentials for Small Business Owners

A well-designed website typically serves as the first impression of your enterprise, acting as the face of your brand in the digital world. It is a 24/7 worker, if set-up properly it can transform your business, connecting you to all your potential clients. To help small business owners navigate the intricacies of creating an effective online presence, let’s explore the essential elements that constitute a remarkable website. This article will give insight into the must-have website features and discuss the essentials of a good website that every small business owner should consider.

1. A Clear and Compelling Purpose:

The first step in creating a small business website that resonates with your target audience is defining its purpose. What do you want your website to achieve? Whether it’s to showcase your services, or provide valuable information, a clear and compelling purpose is essential. This purpose will guide the design and content decisions throughout the website development process. This purpose should closely follow your why for creating your business.  Your why is the reason you need the purpose and the website should communicate that. 


2. User-Friendly Navigation:

The essence of a great website lies in its user-friendliness. A well-organized and intuitive navigation system ensures that visitors can easily find the information they’re seeking. Clear menu items, logical categorization, and a user-friendly layout are essential to keep visitors engaged and encourage exploration. No one likes to feel lost, or even confused when navigating a site, if a site makes someone feel this way, it often leads to bounces off the site. Have options in the menu as it will guide the user directly to where you want them to go. 


3. Mobile Responsiveness:

With the majority of internet users browsing on mobile devices, having a mobile-responsive website is no longer optional – it’s mandatory. Your website must adapt seamlessly to various screen sizes and resolutions, ensuring a consistent and enjoyable user experience across all devices. Mobile responsiveness is one of the top must-have website features in today’s digital landscape.


4. High-Quality Content:

Original content is king, and it plays a pivotal role in the success of your small business website. Your content should be informative, engaging, and tailored to your target audience. High-quality written content, images, videos, and other media assets not only capture visitors’ attention but also establish your authority in your industry.


5. Effective Call-to-Action (CTA):

Call-to-Action should be strategically placed throughout the website. Whether it’s encouraging visitors to sign up for a newsletter, make a purchase, or contact you for more information, a well-placed CTA guides visitors towards their next steps and helps them to take steps to find a solution to their needs. 


6. Contact Information:

Your small business website must prominently display your contact information. Make it easy for visitors to get in touch with you by providing a dedicated “Contact” page or placing contact details in the header or footer. This can also include a scheduling tool for them to be proactive about working with you. This builds trust and shows that you are accessible to your customers.


7. Social Media Integration:

In today’s interconnected world, social media plays a crucial role in marketing and brand exposure. Make sure to integrate your social media profiles into your website, allowing visitors to easily follow and engage with your business on platforms like Facebook, Instagram, Twitter, and LinkedIn. However, make sure they open in a new tab, so you are not sending off your potentially new clients from your website.


8. Fast Loading Speed:

Slow-loading websites can be a major turnoff for visitors. Ensuring that your website loads quickly is paramount. Optimize images, minimize code, and consider reliable hosting to provide a smooth and efficient browsing experience for your audience.


9. Secure Hosting and SSL Certificate:

Security is paramount for both your website and your visitors. Invest in secure hosting services and obtain an SSL certificate to encrypt data transmitted between your website and users. A secure website builds trust and ensures the safety of sensitive information.


10. Search Engine Optimization (SEO):

Your small business website won’t be effective if no one can find it. Implementing SEO best practices is crucial for ranking well on search engines and attracting organic traffic. Incorporate relevant keywords, alt and meta descriptions, and optimize your website’s structure for search engines.


11. Testimonials and Reviews:

If your industry allows. Testimonials and reviews build credibility and trust with potential customers, including some from satisfied clients or customers on your website. Genuine feedback serves as social proof and can sway undecided visitors in your favor.


12. Analytics and Tracking:

To understand how your website is performing, use analytics tools like Google Analytics. These tools provide valuable insights into visitor behavior, helping you make data-driven decisions to improve your website’s effectiveness.


13. Blog or Resource Section:

A blog or resources section is a fantastic way to share valuable insights, updates, and industry knowledge with your audience. It not only keeps your website fresh and engaging but also positions you as an expert in your field.


14. Email Signup Form:

Email marketing remains a powerful tool for small businesses. Plus, it doesn’t worry about algorithm changes. It is the one place where you can keep your audience and get to talk to them how you (and they) want. Include an email signup form to collect visitor email addresses and build a mailing list. Regular newsletters can help you stay in touch with your audience and nurture customer relationships.


15. Legal Pages:

Ensure that your website includes necessary legal pages such as a Privacy Policy, Terms and Conditions, and a Disclaimer. These pages not only establish trust but also help you comply with legal requirements and regulations.


Creating a successful small business website is not just about aesthetics; it’s about functionality and purpose. By considering these must-have website features and essentials of a good website, you can build a strong online presence that attracts, engages, and converts visitors into loyal customers. Remember, your website is an extension of your brand, and investing time and effort into its development will yield long-term benefits for your small business.

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Crafting Your Own Compelling Website Copy

Crafting Your Own Compelling Website Copy

As professional crafters of websites, we know how important well-crafted copy is and how it can transform a site and an owner’s business. We also know how hard it can be to write for yourself.  Many people come to us knowing that hiring an expert and engaging design is crucial, but sometimes decide to write their own messaging. Your website copy can make or break your online presence, influencing visitors to take action, whether that’s signing up for a discovery call, free consultation, signing up for a newsletter, or reaching out for more information. Choosing to write your own content is a great option and many people do, however it is often easier said than done as writing for yourself is hard even if you are a good writer. Because of that, we have put together this guide to explore how to write compelling website copy and make this slightly daunting task easier!

Clarity is Key

When it comes to anything, clarity should be your guiding principle. Visitors should instantly understand what you offer, to whom and how it benefits them. Use simple language, avoid jargon, and organize your content logically. The more clarity you have on this journey the easier everything will be. You should know in detail: 

  • Who you want to serve. 
  • How you want to serve them, and include your process! 
  • What you are offering to them. 
  • Why are you different from anyone else offering a similar service.  
  • Your why of creating your own brand. 
  • How you want them to contact you. 
  • What/if you want to offer free resources. 

All of this clarity will make it 100 times simpler to: craft concise headlines, target your audience, and tell a compelling story that will convert your visitors to clients. 


Know Your Ideal Customer

To create website copy that resonates, you must have a deep understanding of your ideal customer. Consider demographics, psychographics, and behavioral traits. What problems are they trying to solve, what desires they have, and how can your products or services address those issues? Create buyer personas to guide your content creation process.

Once you have a clear picture of your target audience, incorporate this knowledge into your copywriting. Speak directly to their needs and aspirations, addressing their desires by offering solutions. Use language that resonates with them, building an emotional connection that can turn casual visitors into loyal customers.


Following a Sitemap

Before we dive into writing any website copy, (and it is integral to the design process) we start with a well-structured sitemap. A sitemap outlines the layout and organization of your website, helping you plan where each piece of content will reside. It ensures a logical flow and makes it easier to create corresponding copy for each page. Consider the following elements for your sitemap:

Homepage: Your virtual front door, where visitors land. It should provide a snapshot of your brand and lead visitors to other key areas of your site. Expect your Homepage to have sections with small teasers for other pages on your site. You want to give your visitors the info they need without a lot of clicking. 

About: A section where you share your brand’s story, mission, and values. This is where you establish trust and connection with your audience. You will still want to focus on your client here but through telling them who you are and how you can help. 

Services: A detailed breakdown of the products or services you offer, including descriptions, benefits, and pricing information.

Blog/News: A space for sharing valuable content, insights, and industry knowledge. It positions you as an authority in your field and can improve SEO.

Contact: A straightforward way for visitors to get in touch with you. Include a contact form, phone number, email address, scheduling tool and a physical location if applicable.

FAQ: A dedicated page or section for answering common questions and addressing potential concerns. This can often be on the Contact Page to give your visitors the answer to a question before typing out an email or picking up the phone. 

Call to Action (CTA): Strategically placed buttons or links throughout your site that encourage visitors to take specific actions, such as signing up for a free consultation, for a newsletter or making a purchase.

By following a clear sitemap, you’ll have a roadmap to follow when crafting your website copy, ensuring that every page serves a purpose and provides value to your audience. We always complete our sitemaps in time for you to write your copy with a guide along the way. 


All Roads Lead Home

Your Homepage should be your strongest page because this is often the first impression of your website for your visitors. It should make gathering the information they need to decide whether to hire you very easy and should offer them the opportunities to dive further into your site or go ahead and contact you there. You will want sections that tease and tell a little about you for the other pages on your site. These will be sections as follows: 

A Hero/Headline: This section should include intriguing imagery, and tell your visitors who you work with, what you offer, and how it will make their life better. 

A Call-to-Action: This will come in the form of a button to sign-up, or download. You want to make it clear what you want your customer to do and the benefit of working with you. 

Services: You will want to give a concise and direct idea of what you offer, so that people can easily decide if you have the solution to their problem. 

About: Give your visitors the chance to read a little about the person/people behind the brand and show them how to learn more about you. 

Blog: This isn’t always on a homepage but can be, if you have put a lot of work into creating resources for potential clients, this is a good place to show them the latest post and how to read more. 


Crafting the About Page

Your About page is where you get the chance to humanize your brand and connect with your audience on a personal level. This is a good place to appeal to your client by indirectly talking about them. Here’s how to make it shine:

Share your story: Explain how your business came to be, your values, and the passion that drives you. Often we recommend adding credentials here as well. People love to support businesses with a compelling backstory they connect with.

Highlight your team: Introduce the people behind your brand, their expertise, and their commitment to providing excellent products or services.

Show authenticity: Be genuine and transparent. Share your challenges, lessons learned, and how you’ve evolved over time.

Focus on benefits: While it’s essential to talk about your journey, don’t forget to highlight the benefits customers gain from choosing your brand.

Your About page should be a blend of personal and professional storytelling that resonates with your target audience.


Services: Explaining Your Process

When writing about your services, it’s not enough to list what you offer. You should also explain your process.This helps potential customers understand what to expect and builds trust. Here’s how to do it effectively:

Describe each service: Clearly and succinctly define what each service entails and how your client would benefit. Use descriptive language and explain how it solves specific problems or meets particular desires. Be sure to have a section on what topics you would cover with a client. This way they know what they can discuss with you. 

Outline the process: Take visitors through the steps involved in working with you. This helps demystify your services and reduces uncertainty.

Include pricing information: If possible, provide transparent pricing or a range of costs. This saves potential clients time and helps qualify leads.


Highlights and Calls-to-Action

To keep visitors engaged and encourage them to take action, you must highlight key points and incorporate effective calls-to-action (CTAs). Here’s how:

  • Use attention-grabbing headlines to highlight important information.
  • Create compelling CTAs that clearly state the desired action, such as “Get Started,” “Request a Quote,” or “Subscribe Now.”
  • Place CTAs strategically throughout your website, especially on high-traffic pages like the homepage, services, and blog posts.
  • Make CTAs visually distinct using buttons with contrasting colors and clear typography.
  • Encourage action by providing incentives, such as free consultations, downloadable resources, or limited-time discounts.


Include Common FAQs

Addressing common questions and concerns on your website can save both you and your visitors time. Consider these tips when creating a FAQ page:

Collect real customer questions: Start by gathering questions you’ve received from customers or clients. These are genuine concerns your audience has.

Organize questions logically: Group related questions together and use clear headings to help visitors find the information they need quickly.

Provide concise answers: Keep your responses clear and to the point. Use simple language, and avoid jargon.

Update regularly: As your business evolves, your FAQ page should reflect the most current information. Review and update it regularly to stay relevant.


How to Contact You

Your contact page is a critical component of your website, as it’s where potential customers can reach out to you. Ensure it’s user-friendly and informative:

Include a contact form: Make it easy for visitors to get in touch without leaving your site.

Include a Scheduling Tool: Give visitors the chance to be proactive and schedule a time to meet with you. 

Display your contact information: Include your phone number, email address, and physical address if applicable.

Add a map: If you have a physical location, embed a map to help visitors find you.

Set expectations: Let visitors know when they can expect a response and what to include in their messages.

Writing effective website copy is a multifaceted task that requires careful planning and a deep understanding of your audience. By following a structured sitemap, prioritizing clarity, knowing your ideal customer, creating an engaging home and about us pages, explaining your services and process, using headlines and CTAs, addressing common FAQs, and providing clear contact information, you can create a website that not only looks stunning but also effectively communicates your brand’s message and drives desired actions from your visitors. Following this guide will help make your website copywriting experience quick and (fairly) painless!

Think like your client.